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What is Search Engine Optimization and How It Works?

What is Search Engine Optimization and How It Works?


Search engine optimization or better we call is SEO is the process of optimizing our website to bring better ranking on search engine for a desired keywords. There are different strategies and methodology we adopt to bring a higher ranking for desired keywords. Before we move ahead we need to understand 2 basics of SEO that is crawling and indexing. One of the major mistakes that webmasters do is making our website non crawlable. Most of the search engines like Google keep crawling your websites and indexing the content if they meet the certain guidelines. Whenever any user makes any search on Google, the algorithms runs in backend and looks for the indexing in the data center. Indexing depends on many factors which we will discuss further.

Every Search Engine Optimization has 2 major components:

a) On Page SEO
b) Off Page SEO.

What is On Page SEO

On Page SEO is any activity or methodology we follow on the website to optimize the site for a keyword is called On page SEO. These are all done with basic HTML tags and with help of few other tools like GTMatrix, Google page insight.

Factors Affecting On Page SEO

a) Title Tag: Title tag is one of the most important on page SEO factor. It looks like <title>your web page content.</title>.It appears in browser tab bar.Title content should not be more than 57 characters for website and 61 characters for mobile. If more than 57 characters, search engine will truncate it or show partial content. Title content should be relevant to the webpage content. Title should contain your target keyword, primary keyword or you call it focus keyword for which you want your web page to appear in search result for that particular keyword.'

b) H1 Heading: H1 heading are considered the second most on-page SEO factor. It should be short and concise, or better have your title in H1 heading. It looks like <h1> content<h1>. One should not use more content in H1 heading or else it will dilute the effect of your focus keyword. Every Web Page should contain only one H1 heading.

c) H2,H3  heading : One should use multiple H2 and H3 heading with other forms of keywords or may use keywords which you are less targeting but relevant to the page content and h1 heading as well.

d) Alt Tag: Every Image which we use on our web page should have alt tag to define the image and what the image is all about. At least one of your image should have the primary or focus keyword. All search engines understands your images through these alt tags.

e) Content: Content should be relevant, unique and SEO friendly. Most people find it difficult to understand what SEO friendly content is all about is or what is quality content. Good content is something having proper structure and keyword density. It should not only contain your keyword but at the same time should have other keywords like LSI keywords. LSI keywords are the words which appear at the bottom of search results for a particular keyword search. Content can be made relevant by using these LSI words in content.

f) Position of Keywords: Position of a keyword is also very important if we are targeting a very competitive work. First 100 words in first paragraph is most important to have your keywords, that is place where Google takes a strong signal.

g) User Engagement: Website structure should be engaging and rich with images, videos, and call to actions stuffs. So that users find the page interesting and more relevant. This will also help to increase the dwell time. Dwell time is average time that user spends on your web page for a particular keyword. More the dwell time, better search ranking for a keyword.

h) Bounce Rate: Bounce rate should be low and one should try to make user stick to your webpage without clicking the back button. Google takes bounce rate very seriously in its algorithm.

i) URL Structure: URL should have no special characters or should not be dynamically generated. Every word should be separated with hyphen(-)

j) Speed Optimization:  Google loves website which have less than 3 seconds downloading time. We can check this parameter using GTmatrix or Google page insight. Before uploading any image one should optimize the images using Photoshop or Google page insight. Further reduction in downloading speed can be done by minifying use of  JavaScript and inline CSS. 

k) Interlinks and outbound links: Content on web pages on a website should be linked to other pages on site. There are two advantages to it. User will find it easy to navigate to other pages and secondly Google can crawl from one page to another. Thus increasing the crawl rate.

Factors Affecting Off Page SE

a) Page Rank: 
Page rank is the probability of a user clicking randomly on any website and landing on your website. Page rank is defined between 1 to 10. Less popular pages are ranked low and more popular pages are ranked high. Higher the Page Rank more is the chances of getting your web page ranked for desired keywords. Page rank can be improved by getting quality backlinks from other important websites having high page rank.
b) Back Links: 
Every webmaster should try to get the quality backlinks from websites having high PR. Low quality and even spammy backlinks can lower the ranking of a website in Google Search results. Backlinks can be created from categories like

  1. Business Directory
  2. Event Submission Sites
  3. Social Book Marking Sites
  4. Profile Creation Sites
  5. Link Submission Sites
  6. Social Networking Sites.
  7. Article Sites
  8. Blogs
c) No Follow and Do follow Backlinks:
Ever Links pointing to another website is either no follow or do follow. We can check it using the inspect element. Google only follow do follow backlinks while determining it as a vote or while calculating the PR. More the number of No follow backlinks better it is for higher PR.

About Author
Sanjay Mark Ballav is Director and leads the development team at Web Development India, a leading Laravel Development Company. He loves doing SEO and providing consulting services to many startups when it comes to Digital Marketing.


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